To keep viewers returning we recommend :
1. Deliver what you promise. If you say your video has rock stars and it doesn't, you might get more clicks the first time, but viewers won't return. Write a a great headline to get viewers to give the video a chance, but make sure the video lives up to the hype. This also means your video should have clear concise and interesting content, and good audio and video quality.
2. Don't say it ALL. If you want viewers to return, make sure to leave something unsaid that they want to hear. The "Chris Davis Project" for Spartan Coaching is a perfect example. People want to check back week after week to see if Chris will reach his goal.
3. Be consistant. Once you have created interest and suspense, don't leave viewers hanging. Set regular release times. Have your production company create a graphics package that will unify the series. A consistent open and close is a good idea too, but be sure the open is not too long or people will click away.
Watch the :15 second animation below to see the 3 keys.
1. Get our attention. You don't need bombs and explosions (although I think they help the video below,) but do let us know what you'll be discussing right away. Otherwise we'll click to something else.
2. Don't bore us, get to the point. For most web videos less is more. :15 seconds might be a little short, but 1 to 3 minutes is usually about right.
3. Tell us what to do. That's the call to action. What do you want viewers of your video to do? Make sure you tell them with a simple call to action. If your video is longer than my :15 second example, include the call to action up front AND at the end.
Of course there's more to good video, lots more, but without these three elements your video will have a tough time succeeding on the social web.